Date: 1957
Brand: Chesterfield
Manufacturer: Liggett & Myers Tobacco Company
Campaign: Singers & Performers
Theme: For your Throat
Keywords: Male, Throat, Voice, Irritation, Cough, Television, Singer, Frank Sinatra
Quote: You can tell with one drag you're smoking smooth- smoking clean!

Comment: American singer and actor Frank Sinatra (1915-1998), known affectionately as Ol Blue Eyes, is featured smoking a Chesterfield in this cigarette. As he blows out the smoke, he says, You re smoking smooth smoking clean! This statement presents Chesterfields as healthful and natural. An additional Chesterfield ad featuring Sinatra was printed a year later in 1958. Sinatra also endorsed Old Gold in 1946, and co-starred on the Lucky Strike Your Hit Parade from 1943 to 1949. He passed away after suffering from two heart attacks, though the official cause of death was reported to be complications from senility, heart and kidney disease, and bladder cancer.





Singers & Performers

In the 1920s, tobacco companies began enlisting hundreds of celebrities to endorse their products. In these advertisements, movie stars, famous singers, athletes, and even socialites graced the pages of popular magazines, editorials, and newspapers printed across the country. The 1920s and 1930s were the heyday of celebrity endorsement, with celebrities hawking everything from cigarettes to soap, from pantyhose to cars. However, it seems that no company was as prolific in its celebrity ad copy as Lucky Strike.

Singers were vital components of celebrity testimonial campaigns for cigarette companies; the emphasis on healthy, clear voices in the singers line of work was an ideal avenue for portraying cigarettes as healthful, rather than harmful. The concept was that if a famous singer entrusted her voice and throat her source of revenue to a cigarette brand, then it must not be so bad! If it s good enough for Frank Sinatra, it s good enough for me, a consumer might decide. It is ironic, of course, that these ads also worked to reveal the possible side effects of smoking by providing a problem (irritated throats, for example) and a solution (smoke our brand.) Still, this problem-solution advertising was very popular at the time, and worked to position one brand as the exception to the problem rule or as the least problematic of all cigarette brands. It also served to trivialize health side effects of smoking, masking more serious side effects in the process.

Stars were also used to attract a younger crowd. Stars were glamorous and represented a walk of life attractive to consumers who were already invested in tabloids and the lives of the show business elite. It wasn t until 1964 that tobacco companies were banned from using testimonials from athletes, entertainers, and other famous personalities who might be appealing to consumers under 21 years of age.






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